速递｜TikTok电商部门正全球重组：中国新加坡高管接管，美国团队或被架空？

Core Insights - TikTok is undergoing a significant restructuring of its e-commerce business, granting more decision-making power to leaders in China and Singapore, while also positioning itself for growth in emerging markets like Latin America [1][2] - The restructuring coincides with TikTok's accelerated entry into the Brazilian market, aiming to create a region managed by a non-local leadership team, which is seen as an innovative strategy [1][2] - The U.S. governance and experience team is experiencing layoffs, reflecting ongoing pressure from higher management regarding the company's performance in the U.S. market [1][2] Group 1 - TikTok officially launched its e-commerce operations in Mexico in February, marking the beginning of its expansion in Latin America, with plans to introduce e-commerce video services to Brazilian users by May [2] - The Latin American team will be primarily overseen by global leaders, despite the recruitment of local professionals, indicating a shift in management strategy [2][3] - The restructuring in Latin America follows the departure of several local management personnel, leading to increased control from TikTok's Chinese leadership over U.S. operations [2][3] Group 2 - The shift in management philosophy may stem from dissatisfaction within ByteDance's leadership regarding the e-commerce performance, as indicated by low performance ratings for the U.S. team [3] - A new U.S. law requiring ByteDance to divest its U.S. app business adds uncertainty to TikTok's future in the American market [4] - In contrast, Latin America presents a promising growth outlook for TikTok, with e-commerce spending in the region expected to exceed $250 billion by 2028, driven by strong consumer spending in Mexico and Brazil [4]